How digital display can enhance content marketing

Content marketing is an increasingly important tool for brands to engage with their customers. It’s a cost-effective form of marketing which improves a website’s visibility whilst enhancing the customer experience and impacting your bottom line.

Crucially, customers expect it and trust those brands that do it well. Specifically, 78% of consumers prefer getting to know a company via articles than ads. That doesn’t mean you should choose one over the other, it simply means you need to do both and that they should work in tandem.

Here’s how you can enhance your content marketing efforts through digital display.

Brand awareness

Creating content offers multiple strands of activity for brand awareness, including digital PR campaigns, organic social media campaigns, and consumer-query based onsite editorial content.

All of these content streams help to get the message out there about your brand, its signalling and key product lines. When done well they will also illustrate the important role that your brand can play in the lives of your consumers.

Your digital display brand awareness campaigns shouldn’t be separate to this, as they fulfil the same function, whether that is illustrating the values of your brand or products. The use of multi-click ads will also enhance the customer journey at the top of the funnel and direct users to multiple locations including your onsite content and social media channels.

Understanding your audience

Content marketing without accurately mapped-out customer personas is just white noise. Content that isn’t tailored to the requirements of your customers and doesn’t answer the questions that they have, won’t be useful to anyone.

Knowing you need customer personas for your content marketing strategy is just the start. These need to be built out using as many data points as possible to get under the skin of your audience and really understand their needs.

This includes your sales data, website analytics, and reporting from previous campaigns such as your digital display campaigns. Once you build a picture of your audience, combine it with accurate and detailed keyword research to begin to flesh out your content strategy.

Content as the first touchpoint for Retargeting

By accurately understanding the needs of your users and creating content that answers their most important questions, you’ll naturally boost traffic to your website. It will also be good traffic in that it will focus on users that have an interest in your product area.

While it may not drive sales immediately, this content can act as a springboard for your retargeting campaigns. A user viewing a blog post discussing a certain topic and not bouncing off immediately will clearly have questions or needs around that type of product mentioned in the post. This illustrates their intent and focuses on a category or type of product. Retarget them at a category level.

Those users that view specific products mentioned in posts and continue their journey through your website (make sure internal links are always included in your content), will benefit from a retargeted ad featuring that exact product as soon as they leave your website and go elsewhere online.

Completing the cycle

Having guided a user through to conversion, your customer engagement shouldn’t end there.

Re-engage with them through your digital display ads showcasing additional products they might be interested in and pointing them in the direction of relevant content, to begin the cycle again.

To learn more about how Fluid Ads can improve your advertising performance, boost your conversion rate and improve your ROI, get in touch with us today.

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